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Behavior of the user's rating for information about the audience

Having the ability to segment your audience and understand your customers is crucial in the digital marketing world. Most of us are familiar with sex, location or interest segmentation using Google Analytics built-in reports, but these do not always give us the information we need and which we we need.

In this article, we will introduce the concept of user logging, and how it can be leveraged for audience information, as well as website and marketing optimizations.

What is the user who marks?

Using the custom dimensions of Google Analytics, Seer proposed an approach to audience segmentation of websites based on capturing the actual behavior of users across multiple devices and sessions. This includes the pages viewed by users and the actions they perform along their conversion journey.

Value Attribution to User Behavior

Website conversions can take the form of an online purchase, a main form submission or a contact request. It is important to understand the content used by users on your site before converting. If you can identify the areas of your site that have the most impact on conversions, marketing efforts can be focused on promoting those pages.

For example, one of Seer's main audiences is what we call "Knowledge Seekers", as in someone who comes to our site to learn about the latest and greatest in the world. Digital marketing industry.

We can determine who is likely to fall into this audience based on his behaviors and actions, such as posting blog posts or viewing our videos. We can then identify what content is most important to them and inform our marketing strategies with these ideas.

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User Score for Analysis of Content Consumption

Given the number of actions that users take over time, you can segment converted users and determine their intent or step in the decision-making process based on the content that they have consumed throughout their journey.

  1. Higher Funnel Awareness (resources such as blog content and video views)
  2. Middle Funnel Research (Contents of products, solutions and services)
  3. Conversion Action (form submissions for more information, live chat initiations, clicks to call, etc.)

User evaluation for the determination of pages of high or low value

Let's say you have some page on your website that you really want to see, because you think it will have a significant impact on conversions. Optimizations can be made to pages identified as being of high value or low value through user logging. If 75% of users in your "High Value Users" audience view "Education" content, this can be considered a high-value page that has a significant impact on the user's journey.

Now that you have identified this high value page, you can use other tools such as Hotjar to better understand the behavior of the user on the page.

If your audience's data shows that users typically do not consume these pages, they may not be able to find them on your website as easily as you want. With this overview, you can, for example, promote this content on your homepage and test changes in the likelihood of conversion of high-value user segments that viewed these pages.

User rating for retargeting paid search

By tracking users in your target audience, you can target your remarketing campaigns to reach higher value users who are more likely to take action. You can also use your behavior-oriented audiences to decide who to exclude from the public if you do not think that they are of great value to your business.

Here are some examples of how you can use these audiences with paid search efforts:

  • Create a Remarketing Audience for One of Your Audiences Listed by the User
  • Create a Lookalike audience that targets users who are similar to your user-rated audience
  • Exclude users who belong to one of your registered user audiences if they are not your target audience for a specific campaign

There are many other ways to affect the audiences of your website, especially when you are sure that they are created by the users' actual behavior and data. Once you understand your audience and their behaviors, the possibilities are endless as to what you can do with this data!